Club Brugge will wear “No Heart No Glory” on the front of its shirt against PSV Eindhoven in the UEFA Champions League, as Betsson Group donates its front-of-shirt visibility to spotlight the work of Club Brugge Foundation. 

Club Brugge will take to the pitch against PSV Eindhoven on Wednesday evening wearing its new third kit for the very first time, a special edition shirt created to celebrate the 20th anniversary of Club Brugge Foundation and two decades of social impact. Instead of Betsson.sport appearing on the front of the shirt, supporters and viewers across Europe will see the message “No Heart No Glory”, the Foundation’s long-standing motto. 

By donating its front-of-shirt visibility for the match, Betsson Group is helping shine a spotlight on the Foundation’s anniversary year and the thousands of people who have been supported, inspired or impacted by its work over the past two decades.  

This season marks twenty years since the creation of Club Brugge Foundation, which has delivered a wide range of community programmes and social initiatives across Belgium. The special anniversary shirt features thousands of small hearts coming together to form one collective symbol, representing the many people who have supported, participated in or been positively impacted by the Foundation’s work over the past two decades. 

The initiative reflects the shared ambition of Club Brugge and Betsson Group to use football’s reach and visibility to support causes that create meaningful change beyond the game itself. 

This is the second time that Betsson Group has donated its front-of-shirt visibility to support the “No Heart No Glory” initiative. Earlier this year, Club Brugge and Betsson Group used a UEFA Champions League fixture to promote blood and plasma donation across Flanders, helping raise awareness of the ongoing need for donors and supporting the Foundation’s long-standing community engagement efforts.